CASE STUDY

Exclusive deal with industry leading publication

VMA Executive, the global search arm of a leading PR recruiter with an international reach. With offices in Europe and APAC and a partnership in the US, the company has gone from strength to strength as it continues its global expansion.

What we did

VMA produces a biennial report on the corporate communications landscape. This ‘Business Leaders in Communications Survey’ provides insight from senior level professionals across Europe. While the company had a direct marketing campaign planned for the distribution of the survey, it was keen to develop a partnership with one of the top PR or communications publications in the UK to increase the reach of the report.

Through our relationships with VMA’s target press, we were able to secure an exclusive two-part agreement with PR Week – the leading PR and communications magazine in the UK –to feature the key results of the survey.

These two online articles, outlined VMA’s key findings, and both included links back to the VMA site to request a copy of the report, enabling the company to capture potential client data. Both articles were also pushed out to the magazine’s subscribers through daily e-newsletters and were shared across the publications social media channels multiple times.

Benefits

Our strategic approach to maximising coverage of the report also led to 18 further pieces of coverage across the recruitment, PR, communications and marketing press. The use of this report was not limited to the initial month of activity, with journalists still requesting opinion pieces on the back of the survey weeks later.

What they say

“We knew that the unique data we generated would be of interest to the communications industry, but the challenge for us was how to develop a media partnership that would get the VMA brand name and the report in front of our key senior-comms audience. Not only were BlueSky PR able to secure an exclusive agreement with one of our top targets, but they did so without the need for any advertorial costs.” – Julian Moore, Head of Marketing, VMA Group.